We will be launching AARP Studios, a new communications division created to further the mission of AARP in the rapidly emerging media landscape. Bringing together the best of AARP's Social Communications and Broadcast teams, AARP Studios will fully integrate multi-media content production and social distribution to produce an enhanced experience across multiple channels and platforms. By focusing on audience first, the new team will develop an iterative storytelling approach to make sure the content resonates and serves the 3G goals of the entire enterprise.
To learn more or apply, please visit AARPJobs.com
2. Objective
To become a
Social business within
the next 5 years,
by expanding the principles
of social communication
throughout the organization
3. Integrate social media with broadcast content and
apply the principles of social communication
to both
4. Principles of social
communication
Social is
great content.
Great content
is social
The best social
‘medium’ isn't Facebook,
YouTube or Twitter.
It's the audience
Make the audience
our medium, socialize
with them, i.e. give
them great content
Successful social
communication is
about being social
8. Why this works
Relevance
In order for
content
to be social,
it must be
relevant
to our
audience
9. Why this works
Relevance
In order for
content
to be social,
it must be
relevant
to our
audience
Impact
Only if it is
relevant
to our
audience
will it have
impact
10. Why this works
Relevance
In order for
content
to be social,
it must be
relevant
to our
audience
Impact
Only if it is
relevant
to our
audience
will it have
impact
Revenue
Greater impact
makes it easier
to monetize
our video content,
which will in
turn grow
revenue
11. =
Internally:
All content is viewed through a
social lens. Social is no longer just
a channel.
Externally:
Integrated, and shareable content.
AARP behaving like
a socially integrated business
14. STEP 1
Focus team on external
communication
STEP 2
Outsource some content creation
and community management in
order to create internal specialists
15. STEP 1
Focus team on
external communication
STEP 2
Outsource some content creation and community management in order to
create internal specialists
STEP 3
Merge the broadcast & social teams to
form one multi-disciplinary &
cross-collaborative team
20. The content will be developed for communities.
Communities are social,
and communities share
21. STEP 1
Focus the team
on external communication
STEP 2
Merge the broadcast & social teams to form one
multi-disciplinary & cross-collaborative team
STEP 3
Outsource content creation and
community management
STEP 4
Develop an overarching community
content strategy
26. “So much video online is shot purely
to generate views as opposed to telling a story or
conveying information - what we’re concentrated on
is producing really insightful, intelligent video for a
powerful, well-educated, affluent audience.”
Insightful & intelligent content
27. Community
content strategy:
#2
Audience Definition
Focus efforts digitally on trying
to reach multiple niche audiences
instead of one broad audience
34. Community
content strategy:
#6
Shares, not views
Everything AARP produces should be shared whether to entertain, inspire, or educate. It
must be good enough for people to talk about
35. REASON OR BEING: REAL POSSIBILITIES
Type of Content:
Always On
Type of Content:
Staggered
Type of Content:
Big Audience
Primary Goal: Shares
Secondary Goal: Engagement
Primary Goal: Subscribers
Secondary Goal: Engagement
Primary Goal: Engagement
Secondary Goal: Views
Channels: Twitter, AARP.org, Vine Channels: YouTube, FB, Instagram Channels: YouTube, FB, Netflix, TV
Example: Caregiving Example: Beauty & Health Example: Music
Business Unit: Caregiving
Audience: Gen X
Passion Point: Need trusted advice on how to look
after their parents / grandparents as they age
Business Unit: Media Sales
Audience: Women 50+
Passion Point: I care about the way I look, but 'I'm not
'Maybelline young’
Business Unit: AARP Media
Audience: Ageless
Passion Point: Music is a universal language and a
way to connect people
36. Content Calendar: Example
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Big Audience Big Audience Big Audience
Staggered Staggered Staggered Staggered
Always On
37. The Road Map
2014:
Team Merger
and Strategic
Development
2015:
Production
of best-in-class
integrated community
content
2015 - 2016:
Content
Sponsorship
2017-2018:
AARP Sought
After Content
38. AARP Studios
VP of AARP Studios
Admin
Assistant
Development/Media and Community - Lead Sponsorships Managing Content - Lead
Community Marketing Analytics/
Audience
Training
AARP Studios Team
Member Relevance:
Strategist
Multi-Media Producer 1
Multi-Media Producer 2
Project Coordinator
Civic Engagement:
Strategist
Multi-Media Producer
Project Coordinator
Social Impact:
Strategist
Multi-Media Producer
Project Coordinator
While big online players like Yahoo and YouTube are banking on the scale and absolute reach of their platforms, The Wall Street Journal is pitching itself on the dedication and makeup of its readership. And that readership looks exactly how you’d expect. Journal readers are largely male, over 40, and make more than $100,000 year and comprise a highly desirable demographic.
The Wall Street Journal’s video programming has itself come into its own in the past few years. Its video content includes short, straightforward CNN-like news reports, longer segments, and even sponsored video content, much of which the Journal is actively helping brands create, like this “documentary advertising feature“ created for Millennium Systems International.
And the viewership is there as well: Overall, the Journal’s video content, accessible on desktop, mobile and TV consoles like Roku and AppleTV, is streamed 30 million times a month, according to the Journal.
In September 2012, BuzzFeed‘s online video presence was represented by a single channel claiming just under 10,000 subscribers. 18 months later, BuzzFeed’s online video content has racked up more than a billion views across several channels.As with much of the company’s content, BuzzFeed’s web videos are heavily driven by social sharing. Frank noted that only 20% of the company’s views come from subscribers, and only 15% come directly from BuzzFeed. Instead, videos are created to be “sharable” rather than “consumable”, and BuzzFeed pays close attention to the statements that accompany social shares.